INFO
The team was tasked to bring the brand “Doritos After Dark” to life for the first permanent restaurant ever created with KPI’s of generating sales, volume placement as well as awareness and showcase of culinary infused recipes.
CONCEPT
The design strategy was to bring the personality of the brand in a way that could stay relevant to the space, occasions and location of the arena showcasing and testing Doritos infused culinary recipes that were easy to eat, prepare and target a general public.
TONE OF VOICE
Targeting to a large range of attendees, we focused on attracting older and younger adults or families that enjoy sports or music events and will stop by the restaurant to have a quick bite and drink before the event
MATERIALS
Selected a mix of materials that brought the equity of Doritos triangle in a subtle way that elevated the space and architecture of the interior with highlights of colors
DESIGN EXECUTION
Bringing the boldness of the brand in a relevant way that had all around moments of self exploration keeping functionality and focus on culinary. The design used the graphic brand assets as well as triangles but in different types of execution and forms to not feel overly branded and more of a hang out lounge space
CONSTRUCTION
By partnering with our fabricators, we customized pieces that brought together our brand with the occasion like our 3D mural and infinity bag display making sure the full space was enhanced by lighting design to change depending on the events
— PROJECT NAME
DORITOS AFTER DARK RESTAURANT
— ROLE
Creative Direction/Project lead
Concept Design, strategy & architecture
— CREDITS
PEPSICO Design & Innovation design team
Fabrication by Steiner Bros.
Pink Sparrow
— DATE
10.2024
Launched in October by end of 2024 the restaurant had gain over 4B media impressions + 136 outlet placements with 100% positive sentiment. Currently open during events and with access only to ticket holders.